The Influence of Color, Shape, and Font Formatting on Consumers’ Perception of Online Drugstores

Robert Schorn, University for Health Sciences, Medical Informatics and Technology, AustriaAlexandra Brunner-Sperdin, University of Innsbruck, AustriaJanine Ploner, University of Innsbruck, Austria

This study shows that the application of circular design elements instead of angular ones at an online drugstore increases consumers’ perceived integrity and security about the store. Furthermore, using bold font formatting instead of standard font formatting increases the perceived competence and security and leads to more satisfaction and loyalty.